ChromaDex Corporation (CDXC): Marketing Mix Analysis [Dec-2025 Updated]

You're digging into ChromaDex Corporation (CDXC) as we close out 2025, and honestly, the marketing execution is what's driving the impressive numbers-like that revised revenue guidance hitting 25-30% growth. We're not just talking about a single supplement anymore; the strategy has clearly matured, moving the patented Niagen ingredient from DTC shelves to professional clinics and even into beauty lines. As a seasoned analyst, I see a premium pricing model defintely supported by heavy scientific promotion, which is key to defending their turf against generics. Below, I've mapped out the four P's to show you precisely how this strategy is capturing value in the rapidly expanding NAD+ market, so you can see the mechanics behind their late-year momentum.

ChromaDex Corporation (CDXC) - Marketing Mix: Product

You're looking at the core offering of Niagen Bioscience, Inc. (NAGE), formerly ChromaDex Corporation, and it all centers on the science of cellular health. The product strategy is built around a single, highly differentiated, patented ingredient.

Core Product: Niagen and Tru Niagen

The core product is Tru Niagen, the consumer-facing brand built around the patented ingredient Niagen (nicotinamide riboside or NR). This ingredient is positioned as one of the most efficient and superior quality Nicotinamide Adenine Dinucleotide (NAD+) precursors available. The performance of this product line is significant; for the full year 2024, Tru Niagen sales accounted for $76.8 million of the total net sales of $99.6 million. More recently, for the third quarter of 2025, the e-commerce segment, which is primarily Tru Niagen, generated net sales of $19 million.

Product Line Extension and B2B Ingredient Sales

Niagen Bioscience, Inc. (NAGE) extends its product offering through B2B sales of its ingredient in various grades. The ingredient business, which includes food-grade and pharmaceutical-grade Niagen, is showing substantial growth. In the full year 2024, Niagen ingredient sales reached $19.2 million, marking an 82% year-over-year increase. The company supplies pharmaceutical-grade Niagen to U.S. FDA-registered 503B outsourcing facilities for compounding into intravenous and injectable formulations. This segment is part of the broader NAD market expansion, which the company sees opportunities in for skincare, cosmetics, food, and beverage applications.

Focus on Science-Backed Longevity and Cellular Health

The entire product focus is on science-backed longevity and cellular health, leveraging the role of NAD+ as a vital coenzyme in mitochondrial bioenergetics and metabolic homeostasis. The company's scientific foundation is a key differentiator in the competitive dietary supplement space.

• Backed by two Nobel Prize winners.
• Supported by over 300 published scientific studies.
• Over 500 published human clinical studies related to NAD+ and its impact on health exist.

Dosage Formats and Potency

Niagen Bioscience, Inc. (NAGE) offers its core supplement in multiple dosage formats to target different consumer needs, from general wellness to clinical strength. While the 150mg and 300mg formats are available, the clinical-strength offering is the 1,000mg dose.

The 1,000mg serving is the most well-researched daily serving in published human studies, consistently demonstrating healthy-aging benefits, including lowering age-related inflammation.

Intellectual Property Portfolio

The product's market position is heavily secured by a strong intellectual property portfolio protecting the synthesis and applications of NR. This IP is critical, especially given the competitive landscape and the emergence of other NAD+ precursors like NMN. The company's licensing agreements for patents related to its products expire on various dates, often correlated to the patent expiration, ranging from 2025 through 2037. Furthermore, the company actively monitors the market, noting that its surveillance program has indicated that every NMN supplement tested infringes upon a robust patent portfolio related to NMN crystallization.

• Patents protect food-grade Niagen®, pharmaceutical-grade Niagen®, and other NAD+ precursors.
• The product is NSF International Certified for Sport.
• The company has a projected full-year 2025 net sales outlook growth of 25% to 30% year-over-year, reflecting confidence in its IP and product differentiation.

Finance: draft 13-week cash view by Friday.

ChromaDex Corporation (CDXC) - Marketing Mix: Place

You're looking at how Niagen Bioscience, Inc. (formerly ChromaDex Corporation) gets its flagship ingredient, Niagen, and its consumer product, Tru Niagen, into the hands of customers. The distribution strategy is clearly multi-pronged, balancing high-margin direct sales with broader reach through B2B and clinical channels. This approach is designed to capture different segments of the growing NAD+ precursor market.

The primary distribution channel remains direct-to-consumer (DTC) via the Tru Niagen website. This channel offers the highest control over branding and margin. For the trailing twelve months ending September 30, 2025, the company reported a trailing 12-month revenue of $125M. The e-commerce segment showed robust performance in Q3 2025, reporting net sales of $19 million, which was a 29% year-over-year increase. Looking back at the end of 2024, e-commerce represented more than 50% of the business and has seen a 72% CAGR since the Tru Niagen launch in 2017. This digital focus is central to their volume.

A significant e-commerce presence is also maintained through major global platforms like Amazon. While specific 2025 Amazon revenue isn't broken out separately from the overall e-commerce segment, the company's Q4 2024 Tru Niagen sales were $22.7 million, with growth primarily driven by e-commerce. The company has actively monitored this channel, with a market surveillance program analyzing products purchased from Amazon and DTC websites between February 2023 and January 2025.

The B2B sales of the raw Niagen ingredient to third-party manufacturers form another crucial pillar. This ingredient business saw substantial growth, with Q3 2025 distribution business revenue hitting $7 million, representing a 109% growth rate. For the full year 2024, ingredient sales totaled $19.2 million, marking an 82% increase year-over-year. The food-grade Niagen component specifically saw sales jump to $5.3 million in Q4 2024, a 96% increase.

The company is also strategically expanding its clinical distribution for prescription products like Niagen IV and injections. As of early 2025, the Niagen IV product was available in 500 clinics across the U.S., with management projecting that number to double by the end of 2025, aiming for expansion into over 1,000 wellness and healthcare clinics. These pharmaceutical-grade products are available exclusively at clinics with a prescription via www.niagenplus.com.

Strategic retail partnerships in key markets, including Walgreens and CVS in the US, are part of the broader growth strategy. The company's 2025 revenue outlook reflects anticipated growth through established partnerships. While specific 2025 sales figures tied directly to these major US retail doors aren't detailed, the overall strategy includes leveraging these established routes to market.

Global expansion is focused on Asia, with partnerships in Japan, China, and Australia. The company has noted challenges, such as the need for 'Blue Hat approval in China,' indicating ongoing regulatory navigation in that key market.

Here's a quick view of the quantified distribution performance metrics as of the latest available data points:

The company's overall revenue outlook for the full year 2025 was increased to 25% to 30% year-over-year growth, up from an earlier projection of 22% to 27%, showing confidence across these combined distribution streams.

• E-commerce remains the largest single revenue contributor.
• B2B ingredient sales show the highest percentage growth rate at 109% in Q3 2025.
• The clinical channel is poised for rapid physical expansion, aiming to double its footprint.
• The DTC website is the core platform for the flagship Tru Niagen brand.

ChromaDex Corporation (CDXC) - Marketing Mix: Promotion

The promotional strategy for ChromaDex Corporation, which transitioned to Niagen Bioscience, Inc. in March 2025, heavily centers on establishing scientific authority for its core ingredient, Nicotinamide Riboside (NR).

Heavy emphasis on clinical research and scientific validation of NR benefits:

• The NO-PARK Phase III clinical trial for Parkinson\'s disease had its last participant enrolled in June 2025.
• Clinical studies have shown benefits of NR supplementation for peripheral artery disease and brain NAD levels.
• The company positions Niagen as the most efficient and superior-quality NAD+ booster available, backed by clinical proof.

Digital marketing focused on health and wellness content and influencer collaborations:

The e-commerce segment, a key digital channel, reported net sales of $19 million for the third quarter of 2025, representing a 29% year-over-year increase. The company projected selling and marketing expenses for the full year 2025 would increase in absolute dollars but remain stable as a percentage of net sales. For the third quarter of 2024, selling and marketing expense as a percentage of net sales was 27.5%.

Utilizes key opinion leaders (KOLs) and scientific advisory board members for credibility:

The team includes world-renowned scientists who partner with independent investigators from esteemed universities and research institutions globally. The CEO, Rob Fried, participated on the Longevity and Supplementation Panel on March 17, 2025.

Targeted advertising campaigns highlighting the NAD+ boosting mechanism:

Promotional efforts extend to professional channels to drive clinical adoption. The Niagen IV product was available in 500 clinics across the country, with management expecting this number to double by the end of 2025. Furthermore, a new strategic partnership announced in Q3 2025 grants access to over 8,000 medical and healthcare practitioners.

Public relations efforts centered on regulatory milestones and new study publications:

The company executed a corporate name change to Niagen Bioscience, Inc. and adopted the new Nasdaq symbol "NAGE" effective March 19, 2025. The company reported net income of $4.6 million for the third quarter of 2025, up from $1.9 million in the prior year period.

Key promotional and financial metrics related to market activities:

The company also reported financial victories that bolster its credibility:

• $3.5 million reversal of Dartmouth royalties.
• $1.3 million recovery from the Elysium settlement.

The total company net sales for the third quarter of 2025 reached $34 million, a 33% increase year-over-year.

ChromaDex Corporation (CDXC) - Marketing Mix: Price

The pricing structure for ChromaDex Corporation's flagship consumer product, Tru Niagen, reflects its positioning as a patented, science-backed ingredient, commanding a significant premium over generic Vitamin B3 sources.

The core offering is centered around the 300mg dosage strength, which is available in various package sizes and through different purchasing channels, directly impacting the final price paid by the consumer.

• The 300mg dosage, 30 Vegetarian Capsules (a one-month supply) retail price point is listed at $49.99.
• The 300mg dosage, 90 Vegetarian Capsules (a three-month supply) retail price point is listed at $127.99.
• The company incentivizes customer retention through a subscription model, offering savings of up to 35% off the regular price.
• Bundle pricing for a 30ct + Beauty Bundle shows a regular price of $105.00, discounted to a regular price of $68.25 for the bundle components.
• The Niagen ingredient business, including food- and pharmaceutical-grade sales, saw revenue jump 96% to $5.3 million in one reported quarter.

The price points are established to reflect the intellectual property (IP) protection and the extensive clinical backing, differentiating the product from lower-cost generic alternatives.

For the pharmaceutical-grade segment, Niagen IV is available exclusively at clinics, with management anticipating the number of clinics offering the product to double by the end of 2025 from the current base of 500 clinics.